Roblox (RBLX.N) has engaged PubMatic (PUBM.O) to assist boost sales of new video adverts that the gaming platform plans to introduce later this year, the advertising tech business said on Wednesday.

Roblox began testing video advertising around the end of 2023 as part of its most recent efforts to monetise the platform. Creators of virtual realms in videogames that include these adverts in their experiences will receive a portion of the money.

Shares of the loss-making company, which had more than 71.5 million daily active users at the end of the fourth quarter, increased by more than 3% in a weaker market.

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The agreement with PubMatic will allow marketers to purchase Roblox’s video-ad inventory through real-time bidding, which will be served to users aged 13 and up.

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The platform has teamed with brands such as Adidas (ADSGn.DE), Nike (NKE.N), and sports car manufacturer Lamborghini to engage its customers in the virtual world.

Roblox, which relies on in-game sales of the virtual currency “Robux” to generate money, has increased efforts to diversify and expand beyond its core demographic of children aged 9 and 12.